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http://dx.doi.org/10.15207/JKCS.2019.10.7.133

Advertising effects depending on picture types of the sights and Facebook user's public self-consciousness  

Park, Euna (Department of Psychology, Daegu University)
Woo, Yeon-Hoo (Department of Psychology, Graduated school, Daegu University)
Publication Information
Journal of the Korea Convergence Society / v.10, no.7, 2019 , pp. 133-139 More about this Journal
Abstract
This study investigated what type of destination image on Facebook increases positive attitude towards the destination and desire to travel. More specifically, we hypothesized that Facebook user's public self-consciousness will moderate the advertising effect, so we tested the difference in attitude towards the destination and willingness to visit and recommend based on the type of destination image (presence/absence of a tourist in the image) and user's public self-consciousness (high/low). As a result, when a tourist was present in the photo, positive attitude toward destination was higher than when absent. In addition, the high public self-consciousness group showed greater attitude toward destination and higher willingness to visit and recommend than low public self-consciousness group when a tourist was present in the image. However, the low public self-consciousness group showed no difference depending on the presence of a tourist. This research not only is academically significant as it experimentally tested advertising effect depending on type of destination image and Facebook user's public self-consciousness, but also holds practical significance as it suggests advertisement method to consider consumer's predisposition.
Keywords
SNS; Facebook; Tour Advertisement; Public Self-consciousness; Attitudes to the sights;
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